Word of the Week January 18, 2010

“Your honor, I swear – I didn’t do it.”
“Prove it.”
“I was at home… watching TV… alone…”

A judge wouldn’t buy this defense, but do you try it with Ms. Jones? Do you try to persuade her with generalities?

“Lowest prices of the season…”
“Great service…”
“Unbeatable selection…”

It’s quite another thing to speak with specificity –

“Our bestselling sofa is marked down 18 percent.”
“We have a 98% customer satisfaction rating, and three out of five customers have shopped with us before.”
“With 37 recliners in-stock for you to sample, your butt will wear out before your options do.”

Ms. Jones writes off generalities as puffery and pomp. Frankly, she thinks you’re lying. Prove yourself with specific, quantifiable, reliable and credible facts.

Think like a lawyer questioning a suspect when preparing a specific statement: Who? What? Where? Why? When? How much? Why should I believe you?

Ms. Jones is your judge and jury, and she’s waiting for you to make your case.

Related Posts

Word of the Week November 22, 2010

Tasks

R&A Marketing
Word of the Week November 1, 2010

Fancy

R&A Marketing
Word of the Week October 18, 2010

Prevention

R&A Marketing
Word of the Week October 7, 2010

Tolerance

R&A Marketing
Word of the Week September 29, 2010

Stray

R&A Marketing
Word of the Week September 24, 2010

Bottle

R&A Marketing
Word of the Week September 15, 2010

Talk

R&A Marketing
Word of the Week August 31, 2010

Back-story

R&A Marketing
Word of the Week August 25, 2010

Headwind

R&A Marketing
Word of the Week August 18, 2010

Clue

R&A Marketing
Word of the Week August 10, 2010

Hello

R&A Marketing
Word of the Week August 3, 2010

Serendipity

R&A Marketing
Word of the Week July 28, 2010

No

R&A Marketing
Word of the Week July 21, 2010

Touch

R&A Marketing
Word of the Week July 13, 2010

Path

R&A Marketing

Let’s create something great!

Looking for a company that can help your local furniture store thrive? Just saying hi? Whatever, the reason. Let’s talk about where you are, and where you want to be.

We mean it when we say, “We love it when you succeed.” Our entire business depends on achieving the best possible results with each campaign for every single client.

– The Doran Family

Contact

Corporate Headquarters
8320 Coppertop Lane
Lewis Center, OH 43035

 

Mailing Address
PO Box 197
Lewis Center, OH 43035

© R&A Marketing. All rights reserved.